ghd

What was it about?

ghd is one of the most coveted brands in the world. Their hairstyler has a majority share of the styler market and has become a bye-word for quality and status in a way the iPod has for music playout. The research analysed price elasticity through the emotional and functional benefits of the brand and the research and purchase cycles.

What did we ‘do’?

We did a series of friendship-paired-depth interviews and online participant observation to better understand the market and provide empirical support for an online strategy. This work was filmed and written up and presented back to the client in a simple blog CMS form, allowing them to collectively comment and distribute the work and view movie files. This format has been successfully employed with a number of clients since.

How did it help?

ghd and their agency TBWA were able to develop a pricing strategy off the back of the research whilst our ideas for online engagement and user-interface design were fed in to the re-design project.